Canadian PR for the Real World 1st Edition Test Bank

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INSTRUCTOR’S MANUALKylie McMullanSimon Fraser UniversityCanadian PR for theReal WorldFirst EditionMaryse Cardin and Kylie McMullan

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CONTENTSChapter 1Public Relations in CanadaChapter 2Influencing Public Opinion: The Foundation of PR Then and NowChapter 3Corporate Social Responsibility, Cause PR, and Environmental PRChapter 4The Public Relations PlanChapter 5Writing for PRChapter 6Media RelationsChapter 7Social MediaChapter 8Media TrainingChapter 9Internal CommunicationsChapter 10Special Events ManagementChapter 11Issues Management and Crisis CommunicationsChapter 12Other Areas of PR Specialization

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1Chapter 1PUBLIC RELATIONS IN CANADACHAPTER SYNOPSISChapter 1 provides an introduction to public relations and its principles. This chapter definespublic relations and introduces the practice of PR in Canada. The chapter also examines thetypical day of a PR practitioner and discusses ethics and the laws that affect the practice. Thechapter closes with an introduction of how to measure a campaign’s success.LEARNING OBJECTIVES FOR THIS CHAPTER1.Explain what public relations means to you and what the job entails.2.Understand what it means to think strategically in public relations and how to approach acampaign, including the steps of the public relations process.3.Describe a typical day and the role of a public relations practitioner.4.Understand the importance of ethics and the law in public relations.5.Explain why evaluation is an important component of public relations and describe twoways to measure a campaign’s success.CHAPTER OUTLINE1.Understanding Public Relations – Page 3Public relations is a growing and dynamic profession and yet there are manymisconceptions about what they job actually entails. Media portrayals of the profession,such as Samantha Jones inSex and the City, make it seem more glamorous than ittypically is.There is also confusion about the difference between public relations and advertising. PRis more concentrated around building relationships between an organization and itsstakeholders and the use media materials to garner earned media, or coverage that is notpurchased. Advertising concentrates more on selling products and typically purchasesadvertisements or paid media to deliver an organization’s message to an audience.2.Strategic Thinking and the PR Process – Page 8One of the most important assets that PR practitioners bring to the table is their ability toapply strategic thinking to a business problem or need. Strategic thinking is the thoughtprocess that drives the direction of the PR campaign. A communications formula thathelps communicators approach public relations in a methodical and strategic way is theR.A.C.E. formula, which is an acronym for research, analysis, communication, andevaluation. When creating a PR plan, each stage should be given careful consideration. Inthe analysis section, it is important to define the target audience, define the objectives,draft the key messages, and decide on the tactics.3.A Typical Day in PR – Page 14PR is a dynamic, fast paced career choice that spans many different industries and types

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2of roles. A PR practitioner must be good at multi-tasking, as no two days or even twohours will look the same. In this section, some common PR activities are presented.4.Ethics and the Law: Guiding Principles of Public Relations – Page 17Regrettably, the practice of public relations has gained a bad reputation among the publicdespite the fact that most practitioners have high integrity and ethics. Professionalassociations such as the Canadian Public Relations Society have developed codes ofconduct that provide rules for PR practitioners to follow. In addition to ethicalconsiderations, PR practitioners must also be aware that there are several areas of civillaw that also affect the practice. These areas include defamation law, copyright law, andtrademark law. PR practitioners must be familiar with how these areas affect their workto avoid unwittingly getting into trouble.5.Public Relations and Evaluation – Page 27Evaluation has become a hot topic in public relations, as more and more pressure is puton the profession to prove it is delivering an acceptable return-on-investment (ROI) toorganizations. There are many different ways to evaluate the success of a PR plan orexecution, depending on what the stated objectives are. These include awareness studies,ad value, PR value, and media impressions. There is also an effort to establish an industrystandard for evaluating campaigns.Multiple Choice Questions1.What is notan activity a PR practitioner might engage in as part of his/her role?A)Blogging on behalf of a retailerB)Media training the CEO of a company before a big announcementC)Organizing a press conference for a hospital during a crisisD)Interviewing different spokespeople for an impartial news storyAnswer: D (Page 1, Learning Objective #1)2.The CPRS definition of public relations stresses that it encompasses:A)MarketingB)AdvertisingC)RelationshipsD)Press releasesAnswer: C (Page 4, Learning Objective #1)3.What is not true about the prospects of the PR industry?A)The number of jobs in PR is expected to grow in the next decadeB)PR spending is decreasingC)Advertising spending is decreasingD)Small businesses are increasingly engaging in PRAnswer: B (Page 5, Learning Objective #1)4.An example of earned media is:A)A posterB)An advertisement

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3C)A news articleD)A brochureAnswer: C (Page 6, Learning Objective #1)5.What is not true about earned media?A)It is generated content that was not purchasedB)It is guaranteed coverageC)It is more credible than paid mediaD)It can be one part of an integrated marketing campaignAnswer: B (Page 6, Learning Objective #1)6.What is an example of paid media?A)A news releaseB)A speechC)A billboardD)A movie reviewAnswer: C (Page 7, Learning Objective #1)7.Which is not an example of a “P” from the four “P”s of marketing?A)PriceB)PromotionC)PlaceD)Public RelationsAnswer: D (Page 7, Learning Objective #1)8.The “R” in the acronym R.A.C.E stands for:A)ResearchB)ReportingC)RelationshipsD)RecountingAnswer: A (Page 8, Learning Objective #2)9.The “A” in the acronym R.A.C.E stands for:A)AccessB)AnalyticsC)AnalysisD)AssignmentAnswer: C (Page 8, Learning Objective #2)10.The “C” in the acronym R.A.C.E stands for:A)CriticalB)CommunicationC)CrisisD)ConnectionsAnswer: B (Page 8, Learning Objective #2)

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411.The “E” in the acronym R.A.C.E. stands for:A)EvaluationB)EditorialsC)EarningsD)EstimateAnswer: A (Page 8, Learning Objective #2)12.Which of the following is not an example of research:A)A surveyB)A focus groupC)Reading blogs on a topicD)Listing your assumptionsAnswer: D (Page 9, Learning Objective #2)13.What are considered the Fab Four of public relations?A)Target audiences, press releases, key messages, relationshipsB)Target audiences, objectives, key messages, tacticsC)Relationships, stakeholders, press releases, researchD)Evaluation, objectives, communication, researchAnswer: B (Page 9, Learning Objective #2)14.What is not an example of an external audience:A)CustomersB)SuppliersC)EmployeesD)MediaAnswer: C (Page 10, Learning Objective #2)15.What is not an example of an internal audience?A)SuppliersB)EmployeesC)Board membersD)ManagersAnswer: A (Page 10, Learning Objective #2)16.Which of these is true about a key message?A)Simple is betterB)It should not be repeatedC)It should include more than one ideaD)Longer is betterAnswer: A (Page 12, Learning Objective #2)17.What is the rule of thumb regarding the number of key messages percommunication piece?A)5B)2

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5C)1D)3Answer: D (Page 12, Learning Objective #2)18.Which of these is not an example of a tactic?A)Creating a websiteB)Pitching stories to the mediaC)Writing a communications planD)Sending a letter to a company’s shareholdersAnswer: C (Page 13, Learning Objective #2)19.What is not an example of a term for PR practices that are considered unethical?A)AstroturfingB)FloggingC)LancingD)Pay-for-playAnswer: C (Page 18, Learning Objective #4)20.In defamation law it is true that:A)The speaker’s intention isn’t relevantB)Public relations practitioners can’t be sued for defamationC)The law only covers printed statementsD)The law only covers oral statementsAnswer: A (Page 20, Learning Objective #4)21.Which is not an example of ways to measure the ROI on a PR campaign?A)Media Relations Rating PointsB)Ad valueC)Relationship rating indexD)PR valueAnswer: D (Page 29, Learning Objective #5)SHORT ANSWER QUESTIONS1.Explain how you would use the RACE formula in practice when planning a PRcampaign.Answer:For this question,students should reflect on how they would use the RACE (research,analysis, communication, evaluation) formula in practice. Students should use the RACEformula to guide their thinking before starting a PR campaign or drafting a communications plan.For example, they might start with informal research by searching the web, or talking to friendsand family and then conduct more formal research with a survey. Once they have this research,they should define the target audience, and decide on objectives and key messages. All thisinformation would be put into a communications plan that would then be implemented. Thereshould also be a plan to evaluate the campaign after it is executed.

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62.Describe the ways in which PR is different than advertising.Answer:In this question, students are asked to reflect on how PR and advertising are different.The objective in advertising is typically to sell products or services to customers, whereas in PRthe objective is to build relationships and communicate with stakeholders. In PR, theconcentration is on earned media, which is also called media coverage. In advertising, theconcentration is on paid coverage or advertisements.CHAPTER SOLUTIONSUnderstanding Public Relations: Thinking Like a PR Practitioner (page 8)1.What is public relations? How would you interpret the definitions provided?Answer:This question enables students to reflect on what they think PR is and forms the basisof all topics that will come later in the textbook. Many students get into PR without a trueunderstanding of what the profession entails. It is important that they get a firm grip on what theprofession involves because they will spend their entire careers explaining it to others. This givesstudents a chance not only to review their understanding of PR, but also to put this definition intotheir own words.2.Explain what is meant by PR practitioners being a bridge between the organization andits publics.Answer:In this exercise students reflect on one of the key roles that PR practitioners play. Theyare the interpreters between the public and the organization. They find out and analyze what thepublic is thinking and saying about the organization, and then communicate that information totheir organizations. They, in turn, communicate to the public information that will be relevant tothem from the organization. They provide value to both sides and help them forge and maintaina relationship.3.There are several misconceptions surrounding PR. Analyze three of them. Investigatewhether there are any additional misconceptions not discussed in the textbook byasking five individuals outside your class what they think PR is. Compare the answersin class.Answer:It is important for students to dispel the misconceptions surrounding PR both to thepublic and to themselves. Some of the misconceptions include PR practitioners acting only asglamorous party planners like those portrayed in popular TV programs, PR practitioners lying onbehalf of their organizations or bending the truth, and PR practitioners acting as spin doctors.Asking other individuals what they think of PR will further emphasize the misconceptions andhelp students uncover others. Again, this is important as they will constantly be explaining theprofession to others during their careers, as well as educating the public about the true role ofPR.

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74.Compare earned media and paid media.Answer:This question enables students to think about the differences between marketing andpublic relations. Earned media is media coverage and is a function of public relations. It isgenerated through media relations. The PR practitioner does not buy the media space but earns it.Paid media is a function of marketing and most often advertising. The media space is paid for orbought.Strategic Thinking and The PR Process: Thinking Like a PR Practitioner (page 14)1.Explain the RACE formula and what benefits it provides PR practitioners who followit.Answer:The RACE formula stands for:ResearchAnalysisCommunicationEvaluationThe RACE formula is a communications process that has been developed to help practitionersapproach a campaign in a methodological and strategic way. It enables practitioners tostrategically plan and implement a campaign by breaking it down into distinctive steps. The mostimportant asset that PR practitioners bring to the table is their ability to applystrategic thinkingto a business problem or need.2.Visit the website for game maker Electronic Arts,www.ea.com, and determine whichaudiences the organization is targeting based on the website. Provide as many details onthese target audiences as possible.Answer:Students will get an opportunity to look at a document such as the EA website andfigure out the target audiences of the organization. By looking at the content, text, and images,students can analyze whom the website targets. We know that EA appeals to gamers, but whatelse can we say? Are they men or women? What ages? And so on.3.Cite five objectives that can be met with public relations.Answer:We can never overemphasize the importance of having clear objectives in place—ofknowing what you want to achieve—before embarking on a campaign. Objectives can includethe following:•Raising the profile of the organization with its target audiences•Raising awareness of products and services•Educating the public about an important issue•Building relationships and engaging target audiences•Helping pass laws and regulations•Attracting new clients

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8•Attracting investors•Raising funds and donations for nonprofits and charitable organizations•Attracting and retaining employees•Recruiting volunteers, leads, and contacts•Building a strong and trustworthy relationship with the community•Combatting rumours•Navigating an issue or a crisis such as a product recall or a strikeA Typical Day in PR: Thinking Like a PR Practitioner (page 17)1.Appraise five tasks that a PR practitioner performs in a typical day. Which seem mostchallenging? Which seem most interesting?Answer:With this question we want to provide students with a chance to think about what itwould be like to work in PR and the kind of tasks that they will have to do. We also want them torealize how challenging the profession can be. A typical day can involve the following tasks:•Writing media information materials (writing and media relations)•Chairing a meeting (project management)•Answering a journalist’s questions (media relations)•Training a spokesperson to conduct an interview (media training)•Crafting a PR strategy for the launch of a new product or service (drafting a PR plan)•Organizing a trade show booth (special events management)•Representing your organization at a community event (community relations)•Writing a proposal (new business acquisition)•Managing a breaking issue (issues and crisis management)•Emailing information to a blogger (social media relations)•Updating the organization’s website and Facebook group (social media relations)•Drafting and sending a letter to an MLA (government relations)•Writing a company employee newsletter (internal communications)2.Identify three PR practitioners in your community. What industries do they work in?What are their positions? Discuss your findings with the class.Answer:This question provides students with an opportunity to look at the PR profession intheir own community; the different industries that PR practitioners work in, from non-profit tohigh tech, government to PR agency; and the positions, from entry level to senior. This againwill give them a chance to think about what a career in PR might look like.3.Break down all the steps a PR practitioner would take in developing an employeenewsletter.

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9Answer:Students can explore the details that go into PR tactics by looking at each step increating a newsletter. This will enable them to realize just how many details go intoaccomplishing any task.Writing an employee newsletter can include the following steps:•Developing key messages•Conducting research about what topics are of interest to employees•Determining the objectives of the newsletter (e.g., informing employees, building moral,fostering loyalty)•Deciding on editorial content•Collecting information such as interviewing employees•Writing the first draft•Editing articles•Taking or sourcing photos•Designing the newsletter•Getting the sign-off from supervisors•Distributing it to employees either in print or digitally•Collecting employee feedback to improve the next edition4.Describe which roles and industries are most interesting to you. What is your dreamjob?Answer:With this question students can explore their own preferences and those of their peersand the career opportunities available in PR. Already at this stage some students have specificideas. Some may be interested in agency work, while others may be attracted to non-profits.Ethics and the Law: Guiding Principles of Public Relations: Thinking Like a PRPractitioner (page 26)1.Cite three things that PR practitioners can do to ensure that their PR work is ethical.Answer:Here we look at the importance of ethics and how PR practitioners are empowered todecide whether they will act ethically. Ways to ensure that PR work is ethical include•Following the codes of professional standards developed by professional associationssuch as CPRS•Always telling the truth•Refusing the act unethically even if asked to do so by an employer or client•Working for an organization in which they believe and which contributes positively tosociety2.Are there any industries in which you would not work because they are against yourpersonal ethics?

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10Answer:Here again students can explore possibilities surrounding a future career in PR,focusing this time on what they believe are ethical industries and organizations. They can alsolook at whether there are lines they are unwilling to cross, and organizations or industries thatthey would not work in. For example, some PR practitioners will not work for any organizationsinvolved in gambling or tobacco production and sales.3.Cite a reason why PR practitioners need to know some of the areas of the law that canaffect their practice.Answer:While PR practitioners are not expected to know the law inside out, they do need tohave an idea of the areas of the law that affect PR. This will help them avoid legal pitfalls forthemselves and their organizations. It can also help them avoid lawsuits. In addition, thisknowledge will help them decide when they need to seek legal counsel.4.Explain the law of defamation and how it relates to PR work.Answer:Defamation is a statement about an individual or organization that can damage theirreputation and lower them in the esteem of others in the community. This law covers bothprinted statements (known as libel) and oral statements (known as slander). PR practitionersmust pay careful attention to the information that they release, whether in writing or orally.They must be certain that what they write is true and comes from reputable sources. Thisincludes media materials and all social media tools.Spokespersons must also be careful of thestatements they make to the media or during public speeches.Public Relations and Evaluation: Thinking Like a PR Professional (page 29)1.Explain the difference between ad value and PR value and describe how each ismeasured.Answer:Ad value tries to establish what it would have cost an organization to purchase themedia it obtained from public relations. For example, if a quarter-page ad in theMoncton FreePresscosts $250, then the value of a quarter-page article on an organization would be $250.Many in the industry believe that ad value is an inaccurate measure of the value of mediacoverage generated. This is because it does not take into account the increased credibility that athird-party endorsement, especially from a trusted journalist or celebrity, lends to anorganization, or the better placement a news article has compared to an ad.With PR value, the ad value is multiplied by three in order to take into account the higher valueof PR. Thus, the PR value of coverage from theMoncton Free Presswould be $750 ($250 x 3).2.Which metrics were used to measure the success of the Heart Truth campaign in theopening vignette?Answer:•Media impressions: Over 362 million from 1701 media stories

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11•Awareness studies: Awareness has gone up dramatically with women over 35 years old,as measured by the independent research firm Harris/Decima. The firm conducted asurvey before the campaign started which indicated that 33 per cent of women knew thatheart disease was the number-one killer of women over 35. As of late March 2012, thisnumber had risen to 59 per cent.Case Study: Early Psychosis Initiative (page 29)1. What other tactics could be employed to reach this target audience?Answer:There are limitless ways to reach target audiences. Here students can have anopportunity to be strategic and creative by coming up with tactics that would appeal to the targetaudiences. Some ideas include•Social media tools such as Facebook and Twitter•Special events•Contests2.How was success evaluated in this campaign? Name one other measurement tool thatcould have been used.Answer:Success was measured by evaluating the number of referrals to the program, as well asthe number of new patients who were seen. Ad value and PR value could also have been used asa measurement tool because media relations were conducted. Awareness studies could haveworked, as well—looking at the percentage of individuals in the target audience who had heardabout psychosis and the program before the campaign began and after the campaign wasconcluded.

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1Chapter 2Influencing Public Opinion: The Foundation of PR Then and NowCHAPTER SYNOPSISChapter 2 examines public opinion, propaganda, attitudes and beliefs, influencers, and the factorsof persuasion. It also outlines the history of PR in the United States and Canada. The chapterends with a discussion of the public’s opinion on public relations and how that opinion wasformed.LEARNING OBJECTIVES FOR THIS CHAPTER1.Explain public opinion and why it is important to the practice of public relations.2.Describe the various tactics that influence public opinion and explain how they are used.3.Outline the contributions to the profession of key people in public relations history.4.Explain why the public’s perception of PR practitioners might be negative and what PRpractitioners can do to counteract this view.CHAPTER OUTLINE1.Public Opinion: What it is and How it is Shaped – Page 39Public opinion is defined as a prevailing opinion or a popularly held belief. It can bechallenging to change public opinion at any given moment but it does adapt over time.PR practitioners understand and appreciate what a powerful force public opinion is andhow it is formed. They are employed by clients or organizations to influence it.2.How PR Practitioners Work with Public Opinion – Page 42PR practitioners work with public opinion in two different ways: they try and influence itor they use it to generate media coverage. A public relations plan outlines strategies andtactics in order to strengthen, influence, or change public opinion. In order to measurethe campaign’s impact on public opinion, surveys or polls are typically taken at thebeginning, during, and at the end of the campaign to see if opinion has shifted.In order to use public relations to garner media coverage, PR practitioners use interestingpoll or survey results that can be tied to their organization or client and pitch them to themedia. In this section, techniques for influencing public opinion are also examined.3.The History of PR and the First Practitioners to Influence Public Opinion – Page 46In this section, the history of PR in both the United States and Canada is explored.Reviewing this history helps us better understand the evolution of PR. Some componentsof the practice have changed and some are almost identical to the way PR was practisedin the early days. This section also outlines the role women had on the profession’shistory.

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24.The Public’s Opinion of Public Relations – Page 57Unfortunately, practices such as propaganda, spin, and astroturfing have tarnished thepublic’s perception of public relations even though most practitioners act ethically andwith integrity. These perceptions are compounded by the turbulent relationship the PRprofession has with the media. It is up to all practitioners to help repair PR’s reputationthrough professional and reputable practices.Multiple Choice Questions1.What is not a characteristic of public opinion?A)It is influenced by culture and religionB)It’s difficult to changeC)It changes over timeD)Only governments care about public opinionAnswer: D (Page 39, Learning Objective #1)2.What is an opinion leaderA)Someone who others look to when forming an opinionB)Someone who is opinionatedC)Someone who monitors the public’s opinionD)Someone who is hired to influence the public’s opinionAnswer: A (Page 40, Learning Objective #1)3.What are the three arguments Aristotle proposed for influencing othersA)Reason, education, repetitionB)Reason, ethics, emotionC)Repetition, reason, educationD)Persuasion, education, rationaleAnswer: B (Page 43, Learning Objective #2)4.In his bookThe Tipping Point, Malcolm Gladwell identifies what types ofinfluencers?A)Connectors, mavericks, and recommendersB)Connoisseurs, collectors, and soldiersC)Connectors, mavens, and salesmenD)Real estate agents, doctors, and lawyersAnswer: C (Page 44, Learning Objective #2)5.Which founding father of public relations is credited with inventing the modern daypress release?A)Edward BernaysB)Ivy LeeC)Arthur PageD)George HamAnswer: B (Page 47, Learning Objective #3)

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